That's because Apple has eschewed the usual black plywood walls that go up around an under-construction Apple Store in favour of ones that echo the work of Catalan architect Antoni Gaudi. Even the Apple logo has been given a Trencadis mosaic-like makeover, according to MacRumors.
We really like the way that Apple has cleverly used iOS iconography in the storefront mosaics - something Spanish website iPordelante takes pains to point out in a series of images (opens in new tab) of striking images.
Clearly the Apple Store's location in Barcelona has something to do with it: it's located on
Passeig de Grcia, close to two of Gaudi's most famous buildings: Casa Batll (opens in new tab) and Casa Mil.